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Country Report

Retail Tissue in

Retail Tissue in Thailand

Jun 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PRE-COVID-19 PERFORMANCE

Toilet paper continues to dominate demand in 2019 due to its local perception as a multi-purpose tissue product

Toilet paper continued to dominate demand for retail tissue in Thailand in 2019 as many local consumers perceive it to be a multi-purpose product, using it not only for its original intention but also in other areas of the home such as the kitchen, particularly in rural households due to its lower unit price compared to paper towels for instance. The latter therefore, remains a niche product demanded by more affluent urban consumers.

Niche of recycled toilet paper continues to record impressive growth, offering sustainable and more affordable option to lower-income consumers

Within toilet paper, the non-recycled format remained dominant in 2019, as most local consumers believe it to be softer on their skin (also using it on all parts of the body, rather than just for toilet use) due to its virgin pulp composition. Recycled toilet paper on the other hand, offers a more affordable unit price which tends to attract lower-income consumers, but remained a niche within the overall category, as mid- to high-income consumers perceive the product to offer lower quality in addition to being linked to less affluent members of society.

Competitive landscape of retail tissue remains consolidated with Kimberly-Clark retaining convincing leadership

The competitive landscape of retail tissue in Thailand remained fairly consolidated in 2019, with Kimberly-Clark Thailand strengthening its convincing leadership through the offer of its well-known brands Scott and Kleenex. Scott has the highest overall penetration of the category while Kleenex is more recognised for its offer of facial tissues and now dominates boxed facial tissues due to their superior product attributes and beneficial components such integrating aloe vera and cucumber.

2020 AND BEYOND

COVID-19 impact

Value sales of retail tissue are expected to grow by 6% at constant 2019 prices in 2020 overall in light of the impact of COVID-19. This compares favourably to a 6% value rise forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail tissue

Toilet paper is set to be the strongest performer in 2020 in light of the response to COVID-19, with both non-recycled and recycled variants predicted to record higher volume growth compared to 2019; although the latter will continue to increase its penetration offering a cheaper alternative, the trend amongst consumers to stockpile essential products such as toilet paper during the pandemic is likely to drive consumers to purchase whichever products they are able to access, forcing some to trade up, and leading to much higher value growth at constant 2019 prices compared to the previous year.

Recovery and opportunities

Despite sustainability concerns over the increasing usage of disposable retail tissue in Thailand amongst environmentally-aware consumers, the convenience of these products is likely to remain a driving factor behind their demand. Nevertheless, following the response to COVID-19 in 2020, volume sales of specific products such as paper towels, and facial tissues, whilst remaining positive, are set to return to some level of normalisation as the forecast period will see marginally slower growth compared to the review period for both products, despite prevailing trends for preventative health and greater hygiene issues.

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Retail Tissue Market Sample Report Retail Tissue Market Sample Data

Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retail Tissue industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue in Thailand market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Retail Tissue in Thailand?
What are the major brands in Thailand?
What is the performance of pocket handkerchiefs vs boxed facial tissues?
What are the key new product launches in the tissues market?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Retail Tissue in Thailand - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Toilet paper continues to dominate demand in 2019 due to its local perception as a multi-purpose tissue product

Niche of recycled toilet paper continues to record impressive growth, offering sustainable and more affordable option to lower-income consumers

Competitive landscape of retail tissue remains consolidated with Kimberly-Clark retaining convincing leadership

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 1 Retail Sales of Tissue by Category: Value 2014-2019
Table 2 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 4 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 5 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 6 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Tissue and Hygiene in Thailand - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Demographic changes impact demand for categories targeting consumers at opposite ends of the age spectrum

Japanese brands retain strong presence in 2019, enjoying consumer trust and established presence in Thailand

COVID-19 set to have short-term impact on most tissue and hygiene categories over the forecast period

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 7 Birth Rates 2014-2019
Table 8 Infant Population 2014-2019
Table 9 Female Population by Age 2014-2019
Table 10 Total Population by Age 2014-2019
Table 11 Households 2014-2019
Table 12 Forecast Infant Population 2019-2024
Table 13 Forecast Female Population by Age 2019-2024
Table 14 Forecast Total Population by Age 2019-2024
Table 15 Forecast Households 2019-2024

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

Megatrends

Country Report

Retail Tissue in Thailand

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Executive Summary

New Report Guarantee

PRE-COVID-19 PERFORMANCE

Toilet paper continues to dominate demand in 2019 due to its local perception as a multi-purpose tissue product

Niche of recycled toilet paper continues to record impressive growth, offering sustainable and more affordable option to lower-income consumers

Competitive landscape of retail tissue remains consolidated with Kimberly-Clark retaining convincing leadership

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Retail Tissue in Thailand - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Toilet paper continues to dominate demand in 2019 due to its local perception as a multi-purpose tissue product

Niche of recycled toilet paper continues to record impressive growth, offering sustainable and more affordable option to lower-income consumers

Competitive landscape of retail tissue remains consolidated with Kimberly-Clark retaining convincing leadership

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Tissue and Hygiene in Thailand - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Demographic changes impact demand for categories targeting consumers at opposite ends of the age spectrum

Japanese brands retain strong presence in 2019, enjoying consumer trust and established presence in Thailand

COVID-19 set to have short-term impact on most tissue and hygiene categories over the forecast period

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

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